People do nearly everything online these days. We talk to each other, shop for new items, complete our work, and even watch TV online. This shift to digital living has been great for consumers, but it has also negatively impacted traditional marketing efforts for businesses. Since the way we learn, communicate, and shop has changed thanks to the internet, it only makes sense that the way businesses market themselves should change, as well. This is where inbound marketing comes into play.

What is inbound marketing?

Inbound marketing is the modern alternative to outbound marketing, or traditional advertising seen on TV, on billboards, and in magazines. While outbound marketing focuses on making advertisements that reach out to potential customers in a disruptive way, inbound marketing focuses on creating engaging content that brings customers to companies. Today’s consumers don’t want to be disrupted or annoyed by intrusive advertising—they’d rather use their computers and mobile devices to do their own research before making purchasing decisions. That’s where inbound marketing comes into play. When consumers search for answers online, they can come across your engaging content that will answer their questions and point them toward your products and services that might interest them. Inbound marketing is the ideal marketing strategy for today’s society as it fits in perfectly with social media and other online trends that attract consumers of all ages.

How does inbound marketing help SMBs?

While big businesses have the time and money to devote to large advertising campaigns, small and medium-sized businesses, or SMBs, do not have the financial means to do the same. Luckily, large advertising campaigns are not the only way to reach out to potential customers—especially in today’s world, where almost everything happens online. Inbound marketing costs much less than its outbound counterpart, making it easier for SMBs to stick to an advertising strategy without going over budget. Price is especially important when you consider that outbound marketing simply puts advertisements out with the hope that people who might be interested will see them, while inbound marketing puts relevant content in front of people who definitely want to see it. Posting engaging content on the web can also help businesses build stronger online presences, which is an important quality that many customers consider before making purchasing decisions.

What kinds of inbound marketing methods are available?

There are many different types of content that consumers are interested in, which means there are many different inbound marketing methods for SMBs to consider. Content marketing has quickly become one of the most popular and efficient forms of inbound marketing. This method relies on the creation of unique and engaging content that will bring potential customers to a company’s website and encourage them to make a purchase. Content can come in the form of blog posts, infographics, eGuides, and other informational pieces of writing that may be paired with images. Social media marketing is another strategy that SMBs can benefit from, which is why it is important to create Facebook, Twitter, Instagram, and LinkedIn accounts for your company. With social media, you’ll be able to interact with customers and post links to content featured on your website. SMBs may also be interested in email marketing, which combines engaging content and personalization to make potential customers feel more comfortable with your brand.

How can I choose inbound marketing methods for my company?

With so many different inbound marketing strategies to choose from, it is easy to feel overwhelmed when you’re getting started. Not all marketing methods work the same way for every type of business, so it’s important to think about which options will work best for highlighting your products, services, and professionalism. Blog posts are always a good choice because they can provide information on any subject. If you create blogs based on the types of questions your customers usually ask, then you can also improve your search results and potentially bring more people to your website. If your company sells products that are better to see and not just read about, then consider filming and uploading videos and GIFs that show customers what your products are and how they work. No matter what types of inbound marketing you try, you can enhance them by sharing your content through your social media pages.

Should I hire a professional to help with inbound marketing?

Inbound marketing might be a great option for SMBs, but that doesn’t mean it’s a simple task that won’t take too much time. Your employees already have enough work to focus on, which is why you should consider hiring a professional marketing service to help you take advantage of the benefits inbound marketing offers. With a professional team by your side, you’ll be able to post unique and engaging content on a regular basis. This can help improve your search results, bring more people to your website, get you more fans and followers on social media, and increase brand awareness.

When you’re ready to let inbound marketing improve your business, you can find the help you need at Pennington Creative. We offer SMBs an assortment of inbound marketing services and can also create customized plans to help businesses reach their goals. Contact us today to learn more.

About the Author

Jessica - Digital Marketing Manager, Social Media Services
Jessica DeMilt

Digital Marketing Manager, Social Media Services